The Honest Answer: It Depends on What You Sell
I've sold on both platforms for years with my own brand. The generic advice of "Amazon is better for new products, eBay is better for used" is oversimplified. The real answer depends on your product type, margins, competition level, and how much time you want to spend managing listings.
Fee Comparison (UK, 2026)
Both platforms take a significant cut, but the fee structures are very different:
- Amazon: £25/month seller subscription + referral fee (8-15% depending on category) + FBA fees if using fulfilment (pick, pack, ship, storage). Total cost typically 25-35% of sale price with FBA.
- eBay: Store subscription (£25-350/month depending on tier) + final value fee (10-14.6% depending on category) + promoted listings if used. Total cost typically 13-20% of sale price.
On pure fees, eBay is cheaper. But Amazon's higher traffic volume often means more sales, which can offset the fee difference.
Audience and Buying Behaviour
Amazon buyers expect fast delivery, Prime eligibility, and competitive pricing. They're searching for specific products, often comparing identical items from multiple sellers. Brand loyalty to the platform is extremely high — many buyers won't look elsewhere.
eBay buyers are more diverse. Some are bargain hunters, some collect, some want unique or hard-to-find items. They're more willing to wait for delivery, more tolerant of individual sellers (rather than expecting a faceless Amazon experience), and auction formats still attract engagement for certain categories.
Where Amazon Wins
- New, branded products — Amazon's search volume for specific products is enormous
- Products that benefit from FBA — Prime badge dramatically increases conversion
- Consumables and repeat purchases — Subscribe & Save creates recurring revenue
- High-volume, competitive categories — if you can win the Buy Box, the volume is unmatched
Where eBay Wins
- Used, refurbished, or vintage items — eBay's DNA is reselling
- Collectibles and niche products — passionate buyer communities
- Parts and accessories — eBay's catalogue is excellent for automotive, electronics parts
- One-off or limited stock — no need to maintain consistent inventory
- Lower-margin products — eBay's lower fees make thin margins viable
The Multi-Platform Answer
In my experience, the best approach for most sellers is to start on whichever platform fits your product type better, then expand to the other once you've optimised your operations. Selling on both gives you diversification — if one account gets suspended or fees increase, you're not wiped out.
I help sellers figure out this exact question — which platform first, when to expand, and how to manage both without doubling your workload. The answer is always specific to your products and situation.
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